Chris Koch

APRIL 16, 2010

Back then, we could still run lush print ads, design fancy brochures and whitepapers, create monster trade show booths, and wine and dine CIOs at the Super Bowl. And to business people, that all represented value. Today, we do a lot less of that stuff. How are you fitting social into your organizational models? Tweet This Post.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

MAY 20, 2011

Partnership with trade associations. Knowledge share sessions. Awards programs. Primary and secondary research. Competitive intelligence. External: Customer councils. Collaboration with academics and analysts. Creating an idea network helps demonstrate the importance of ideas to the organization.

Social Media 100

Social Media B2B Thought Leadership Media Thought Leadership 100

Chris Koch

OCTOBER 22, 2010

And finally, the trade press and general business media are dying. In our research we’ve also seen consistently over the past few years that two-thirds of buyers prefer to research their buying options themselves rather than waiting for vendors to contact them.

Lead Management 100

Lead Management Marketing Management Automation Marketing Automation Services 100

Chris Koch

JANUARY 15, 2010

Today, more salespeople are able to have business and strategy discussions with customers and take the time to listen to their needs. At ITSMA, we’ve seen investments in the things that we used to identify as the key contributions of marketing—like advertising, brochures, events, and trade shows—shrink consistently.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

NOVEMBER 12, 2010

PR tries to influence the placement of subject matter experts, content, and interviews in third-party channels (articles, conference and trade show speaking engagements, etc.). Make sure they have business profiles on the different networks (LinkedIn, Facebook, etc.). Visibility. This is the new primary role for PR.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

AUGUST 16, 2011

Rather than trading information for value or simply stealing it through invisible cookies, what if we actually did it the way people do in real life: through a personal relationship? Generally I think we can say that the trend and sentiment among B2B buyers is to hand over less information over time rather than more.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

Rather than trading information for value or simply stealing it through invisible cookies, what if we actually did it the way people do in real life: through a personal relationship? Generally I think we can say that the trend and sentiment among B2B buyers is to hand over less information over time rather than more.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

MARCH 12, 2010

Rooted in Michael Porter’s timeless work in business strategy, Treacy and Wiersema took it a step further with their three “value disciplines.”. Though it has become a generic term, customer intimacy was first coined by Michael Treacy and Fred Wiersema who worked at CSC/Index back in the 90s when I was a thought leadership marketer there.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

JANUARY 29, 2010

But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks. Just as the web has gutted the business model of publishing it has also reduced the price of marketing content.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks. Just as the web has gutted the business model of publishing it has also reduced the price of marketing content.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

NOVEMBER 13, 2009

Develop a strategy for responding to customers and influencers who talk about your company or relevant business issues. And even they aren’t talking, there’s no doubt that someone is having a relevant conversation about business issues that are important to your customers—and that you should be monitoring.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

NOVEMBER 13, 2009

Develop a strategy for responding to customers and influencers who talk about your company or relevant business issues. And even they aren’t talking, there’s no doubt that someone is having a relevant conversation about business issues that are important to your customers—and that you should be monitoring.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

OCTOBER 6, 2009

The publishing model is also relevant because as a business model, it is dying—especially for trade magazines. Demand for that content hasn’t gone away however, and companies that can provide an adequate alternative will grow their businesses more than those that can’t. How to adapt the publishing process to marketing.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

The publishing model is also relevant because as a business model, it is dying—especially for trade magazines. Demand for that content hasn’t gone away however, and companies that can provide an adequate alternative will grow their businesses more than those that can’t. How to adapt the publishing process to marketing.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

OCTOBER 12, 2009

We all like to share relevant, credible content through social media, and until now, most of that content has come through traditional media sources—mostly print publications that are pretending to have a viable business model online. Our traditional business model for media is imploding. The destructive side of revolutions.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

OCTOBER 1, 2010

Ideas that educate customers and prospects about important business and technology issues and help them solve those issues—without selling. Just because their business model doesn’t work anymore, that doesn’t mean that their model for developing ideas and getting them out into the marketplace should also be tossed out. It works.).

Thought Leadership 100

Thought Leadership Social Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

DECEMBER 28, 2010

People who sell your trade secrets on the internet will go to jail. I’ve formed a handful of excellent business relationships on Twitter this year—we know each other on sight and (gasp) we’ve even spoken to one another. The ultimate risk in business is that your customers stop buying from you because they don’t trust you.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

NOVEMBER 20, 2009

IT and business buyers are flocking to social media more rapidly than anyone would have imagined even a few years ago. The trade press is dying. Trade magazines are imploding as marketers continue to pull out of print advertising. and ad pages by 30.3%, according to American Business Media, a B2B trade association.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100